be theelitecasestudy

Kentucky National Guard

Public Affairs Office

The World of Public Affairs


DIR(ME)

GS-13

DEP/DIRMr. AltomState Emp

XOCPT Martin

GS-11


DIR(ME)

GS-13


XOCPT Martin

GS-11

HISTORIANMr. Trowbridge

Temp Tech

NCOICSGT Raymond

ADOS

WESSOMAJ Greer

GS-11

MPAD RNCOSSG Vaile

AGR


DIR(ME)

GS-13


XOCPT Martin

GS-11

HISTORIANMr. Trowbridge

Temp Tech

NCOICSGT Raymond

ADOS

WESSOMAJ Greer

GS-11

MPAD RNCOSSG Vaile

AGR

Army VISGT Riggs

GS-9

COMM OUTREACH

Mr. Maggard

Contractor

ESGRMr. Miller

Contractor

R&R MKTGMr. Newton

Contractor

WING VIMSG Speck

GS-11

Family SptCPT Combs

Yellow Ribbon

PAO-PROPER

HISTORIAN

AF VI/PA

COMMUNITY

OUTREACH

ARMY VI

EMERG

MGMNT

ESGR

UNIT PAOs

FAMILIES

RETIREES

UPAHRs

RECRUITING

MPAD

PAO-PROPER

HISTORIAN

AF VI/PA

COMMUNITY

OUTREACH

ARMY VI EMERG

MGMNT

ESGR

UNIT PAOs

FAMILIES

RETIREES

UPAHRs

RECRUITING

MPAD

GEEKS W/ GEER

HEART STRINGS

GRIP & GRIN

THE CREDIT

COOL!

JOBS

KNOWLEDGE

Initial Challenge: Increase the Kentucky Army National Guard’s 2012 Accessions Mission by 100 recruits.

The initial accessions mission for 2012 was 1052. The new accessions mission was now 1152.

Obstacles: > The new mission was given to the Kentucky Army National Guard at the end of July, 2012.

> The Guard Recruiting Assistance Program (G-RAP) was no longer in effect.

> Financial incentives for referring potential recruits were gone.

> The Military Entrance Processing Station (MEPS) was both a logistical choke point and

medical discriminator for recruits.

> The recruiters needed immediate support and materials to make this new mission number,

on top of their current mission requirement.

Opportunity: > Reach potential recruits through new marketing and public relations methods via tradition

and non-traditional channels.

> Create an ambassador-type referral program, where current Guardmembers, their families,

their friends and their centers of influence would refer eligible Kentucky Guard candidates.

> Redesign and retool the same recruiting message to these new candidates.

> Create a sense of exclusivity (The Elite) and time-sensitivity in recruiting these Soldiers.

Danger: > Creating a sense of exclusivity regarding these 100 new recruits that positioned these

Soldiers above the traditional Kentucky Guard member.

> Double-Triple slotting Soldiers to the MTOE or TDA manning documents.

> Competing with current campaigns and incentives currently deployed with recruiters.

> Recruiters not accepting or utliizing this campaign as a marketing and sales tool.

Execution: > See the subsequent sheets, beginning with ‘The Hundred – Be The Elite Program Timeline’

The Hundred – Be The Elite Program Timeline19 JULY 12 Commander’s Update Brief—Announcement of additional 100 recruits

23 JULY 12 Chief of Staff meets with Recruiting, HRO and PAO re: strategy/tactics of making

numbers.

24 JULY 12 PAO and Recruiting meet regarding the overall strategy. See ‘The Hundred—

Strategy’ sheet.

25 JULY 12 PAO, J6/VI and Recruiting concept the ‘The Hundred’ campaign. See ‘The

Hundred—Strategy’ sheet.

26 JULY 12 Graphic support from Recruiting develops ‘The Hundred’ logo and design

Recruiting Command offers SGT Napier and PFC Horn as ‘poster’ Troops.

See ―The Hundred—Visual and Tactical Support’ sheet.

27 JULY 12 BeTheElite.com is launched, along with Facebook and Twitter.

See ‘BeTheElite.com’ sheet.

31 JULY 12 PAO and Recruiting announce the BeTheElite program to all Major Support

Elements, Commanders and Staff at a pre-scheduled Quarterly Training Brief.

Overall intent, program concepts, graphics, personnel and supporting resources

are unveiled to the KYNG commanders, units and support staff.

14 AUG 12 The Adjutant General and the Recruiting Commander addressed all the

Kentucky Guard recruiters throughout the state via a LiveStream webcast ions

regarding the TAG’s emphasis on the BeTheElite program. Recruiters were able

ask questions of the TAG and the Recruiting Commander via the LiveStream

chat box. See ‘TAG Address—LiveStream’ sheet.

21 AUG 12 The TAG and a local KYNG BDE Commander were on a regional radio

station at the Kentucky State Fair, promoting the BeTheElite program.

See ‘Kentucky State Fair’ sheet.

08 SEP 12 The BeTheElite—Team Grid Iron press conference is held at the Boone

National Guard Center. See ‘Team Grid Iron’ sheet.

Current results can be seen on the ‘Campaign Results’ sheet.

The Hundred – Strategy

Objectives/Goals: Increase the Kentucky Army National Guard’s 2012 Accessions Mission by 100 recruits by the

end of the 2012 fiscal year 30 SEP 12). See the next page, ‘The Hundred—Ideal Recruit.’

Strategy: > Reach potential recruits through new marketing and public relations methods via tradition

and non-traditional channels.

> Create an ambassador-type referral program, where current Guardmembers, their families,

their friends and their centers of influence would refer eligible Kentucky Guard candidates.

> Re-tool/re-design the current messaging regarding ‘Joining the Guard’ for all the publics:

current guard members and their leaders, Kentucky Guard recruiters, Kentucky employers,

potential guard members, influencers, families and friends.

> Appeal to the specific needs of the Ideal Recruit. See Ideal Recruit sheet.

> Create a sense of exclusivity (The Elite) and time-sensitivity in recruiting these Soldiers.

Tactics:> Traditional marketing methods: Public Service Advertisements through the radio.

> Social Media marketing methods: Specific campaign website (BeTheElite.com); Facebook

sub-channel of the Kentucky Guard primary and recruiting Facebook pages; Twitter feeds

regarding BeTheElite through the Kentucky Guard primary and Recruiting Twitter feeds.

> Engage a Speakers Bureau with the Campaign Poster Troops, SGT Napier and PFC

Horn.

> Engage Kentucky Guard commanders to promote the BeTheElite campaign.

> Monitor the effects of this campaign on a daily basis to all stake holders.

Coordination: > Recruiting command, PAO, MSEs and primary staff members to relay the effects of their

combined efforts on a daily basis.

BeTheElite.com

Mobile BeTheElite.com

Kentucky National Guard

Public Affairs Office

502.607.1556

[email protected]

www.kentuckyguard.com


be theelitecasestudy

Documents

kentucky guard public

unit public relations

kentucky pao shop events

kentucky national guardvision

ky guard network

ky guard movements

ky pao mission

help projects